Opportunity

• The majority of categories respond positively to promotions making it one of the key tactical choices available to the Category Manager.
• However, Category Promotional Plans are often developed basing these choices on the same predictable patterns assuming the customer base is one homogeneous collection of buyers.
• Through truly understanding the category targeted consumers, the shopper segments that frequent the store, and their purchasing occasions, differentiated promotional plans can be effectively developed and executed maximizing the potential of the category.

TPG Solution

• The TPG Category Promotional Planning process drives clarity of what promotions have worked in the past and their financial results. Consumer and shopper insights are then integrated to identify the key causal factors of effective category promotions.
• Through this analytical approach, the effective components of promotions are then combined into an overall category program of events focused on achieving category objectives.
• Specific shopper and financial benchmarks are established for each promotional event along with the requisite key performance indicators needed to monitory success.

Outcomes & Benefits

• Effective promotions creating a differentiated category offering.
• Increased sales and profits for the retailer.
• More effective use of available trade and consumer funds.
• Higher return on the use of merchandising assets within the store.